EDDIE WOULD GROW is a think tank and advisory firm focused on growth strategy for businesses of all sizes and industries.


After nearly two decades of growth strategies resulting in over $5 billion dollars of annual growth, I’ve concluded that most companies choose the wrong way to grow. Rather than just ‘growing share’, companies should grow the category or create a new one. And starting with superconsumers is the best way to do it.

“The uninspired can’t help you with the unimagined. Start with passion.”

So what’s with our name?

The name,  EDDIE WOULD GROW, was inspired by the iconic saying, “Eddie Would Go” about the amazing Hawaiian ‘waterman’ Eddie Aikau. He was a world famous big wave surfer, unafraid to drop in on the biggest waves at Waimea Bay. Eddie was an award-winning lifeguard covering the world famous North Shore of Oahu, where he saved over five hundred lives without losing a single soul.
His desire to save lives would eventually cost him his own. He was a member of the Hokule’a, a team whose goal was to replicate the ancient Polynesian voyage traveling 2,500 miles across 30 days in a canoe utilizing only celestial navigation. Early on in the voyage the team ran into trouble and capsized 12 miles south of the island of Molokai. He decided to get on his surfboard and try to paddle to Lanai to get help and save the rest of the crew. He was never seen from again.

For more about Eddie Aikau, click here.

Eddie Yoon:
Strategist  /  Speaker  /  Author

Eddie Yoon is the founder of EDDIE WOULD GROW. Eddie is widely recognized as one of the world’s leading experts on growth strategy. He is the author of the acclaimed book, Superconsumers (Harvard Business School Press, 2016) over 40 HBR articles and has been a keynote speaker in the U.S., Canada, Kenya, Australia, New Zealand, Denmark, the UK and Japan.


Prior to starting EDDIE WOULD GROW, he was a partner at The Cambridge Group where he worked for 18 years. Cambridge is a strategy consulting firm founded in 1975 which specializes in helping CEOs and senior leadership teams of Fortune 1000 corporations drive growth by understanding how to unlock new sources of consumer demand. Nielsen acquired Cambridge in 2009 and Eddie was one of the top 250 senior leaders at Nielsen during his tenure there.



Our goal is to share the joy of growth. Eddie Aikau loved the ocean and he loved it with others.
I love growth and I want to share it with as many as I can. Across my two decades of consulting, there is nothing as fun and joyful as riding a big wave of growth. I’ve played a small part in helping several businesses double in hot dogs, pet food and robots. I’ve had a front row seat to watch several brands become billion dollar platforms, like Keurig and Bud Light Lime. My goal is to provide writing, speaking and advisory services so that as many people as possible can experience the joy of growth.


Our way of collaborating together—Eddie Aikau lived his life out of abundance and his generosity was contagious.
My career and curiosity has been blessed abundantly with great mentors, clients case studies, books and articles. Part of my reason for becoming a ‘solo-preneur’ was to better balance to do more writing, speaking as well as advisory services. My goal is to gather and share great stories about growth so we can draw patterns, build hypotheses, theories and frameworks that can help as many others as I can.


Our business model is flexible, adaptive and creative. Eddie Aikau was a true waterman—he could surf, swim and save lives in the water.
My desire is to be able to help companies grow in more ways than just a large consulting team. For smaller, more nimble businesses, I’m happy to offer strategic frameworks and my experience via coaching and workshops to make quicker decisions. For larger businesses with bigger bets at stake, I’m happy to offer smaller or mid-sized teams that add fact-bases, strategies, business cases and cross functional action plans.


We offer a variety of ways to engage our team and get your business heading in the right direction—everything from growth strategies to speaking engagements.


Thought leadership:
Books, articles and articles/white papers on request.


Past conferences, podcasts/videos and future speaking engagements.


Coaching, Workshops, Fact-bases and Frameworks and growth strategy advisory.

A few words about SUPER CONSUMERS:

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